Case Study:
Case Study: STL Truck Center Repair – St. Louis, IL
Quick Results
- Industry: Truck & Trailer Repair
- Location: St. Louis, Illinois
- Budget: $1,100/month
- First Call Cost: $6.74 from the start
- Call Volume Growth: From ~70 calls before → 114 calls in July → 204 calls in August
- Challenge: Low market demand for Reefer Repair campaigns
Before
Location only
70 Calls/mo
After
$6,74 / Call
204 Calls/mo
About the Client
STL Truck Centers LLC is a professional truck and trailer repair shop in St. Louis. They specialize in:
- Diesel engine diagnostics
- Semi-truck repair
- Reefer repair (Thermo King, Carrier Transicold, Freon 404, AC repair)
- Trailer repair and body shop services
- DOT inspections, roadside assistance, towing, and tires
- Truck rentals and after-treatment systems
With expertise across Freightliner, Kenworth, and other heavy-duty brands, STL Truck Center Repair is a trusted partner for both independent truckers and fleet operators.
Challenges
- Reefer repair demand was limited: Initial research showed that local search demand for reefer trailer repair was very low.
- Client request: The shop specifically wanted to generate Reefer Repair and Mechanical Repair jobs, even though data suggested limited opportunity.
- Campaign constraints: A dedicated Reefer campaign with phrase and exact match keywords generated only ~2 jobs per week, which was the maximum possible in this market.
Our Strategy & Actions
Website
- Built a 10-page website with essential services, contact details, and company overview.
- Migrated from Google Sites to WordPress for improved performance and flexibility.
- Set up hosting and domain registrar transfer for full ownership and control.
PPC Campaigns
- Launched Search Campaigns across core services (truck repair, trailer repair, body shop, towing, reefer repair, etc.).
- Tested dedicated Reefer Repair campaigns (phrase + exact match) despite low demand, ensuring we captured all potential queries.
- Optimized campaigns for broader mechanical services to balance lead flow.
Tracking & Scaling
- Implemented proper call tracking.
- Identified channel performance: reefer campaigns delivered low volume, while mechanical/truck repair campaigns drove the bulk of results.
- Scaled spend towards profitable service lines that generated consistent call flow.
Results in Detail
- Call Cost: $6.74 from the very start — one of the lowest acquisition costs achieved across all campaigns.
- Call Volume:
- Before campaigns: ~70 calls
- July: 114 calls
- August: 204 calls from Google Ads alone
- Reefer Repair Campaign: Only ~2 repair jobs per week despite dedicated targeting.
- Overall ROI: Budget of $1,100 produced 362 calls, making this one of the most cost-efficient campaigns.
Key Takeaways
- Niche demand has limits: Reefer trailer repair demand in St. Louis is very low, and even the best campaigns cannot expand a market that isn’t there.
- Data-driven scaling works: By identifying low-demand services early, budget was redirected toward higher-demand services like general truck and trailer repair, delivering better results.
- Low-cost lead generation is possible: With a $6.74 cost per call, STL Truck Center achieved one of the best cost efficiencies in our portfolio.
- Flexibility is key: Testing the Reefer niche validated assumptions, while keeping broader campaigns running ensured strong overall call volume and ROI.
